International Journal of Trend in Scientific Research and Development, Volume 1(4), ISSN: 2456-6470
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A Critical Appraisal of Listenership Preference of FM Radio Stations in
the Tamale Metropolis of Northern Ghana
Iddirisu Andani Mu-azu
Research Scholar,
Department of Mass Communication and Journalism,
Mangalore University, Mangalore, India
ABSTRACT
Contemporarily, radio remains the most powerful
mass communication medium. Regular radio
broadcast reaches out to a vast number of audiences
and caters for the aspirations of the masses by
providing information, education and entertainment.
Now wide-band FM radio has very high quality
transmission medium for its coverage areas. The
paper examined listenership preferences of FM radio
stations, programs patterns and habits of audience in
the Tamale Metropolis. The paper adopted a cross-
sectional survey design and proportional size to
sampling techniques for selection of communities.
Out of the total of 400 questionnaires distributed, 392
were retrieved and analysed. The study established
that an overwhelming majority preferred FM radio to
state-owned-radio and Zaa radio rated highly
preferred FM radio station in the Metropolis. The
study also indicated that discussions and phone-in-
programs are most preferred programs. The paper
recommended that state-owned-radio be decentralized
to enable it design community based programs to
cater for the audiences. It also recommended that
radio be used for information disseminating tool to the
communities instead of being a propaganda
machinery to sail through government policies and
programs.
Keywords
Critical Appraisal, Listenership, Preference, FM
Radio Stations and Northern Ghana
I. INTRODUCTION
Radio remains an electronic medium of choice across
Africa and Tamale Metro polices not an exception due
to its low-cost and receiver acquisition. The
popularity of FM radio is substantial as broadcasts are
based in local languages. With these, it serves both
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Dr. G. P. Shivram
Professor,
Department of Mass Communication and Journalism,
Mangalore University, Mangalore, India
educated, illiterate and the remote rural communities
who gained much knowledge and connections to
national events just as the literate urban population
(Furdom and Furmiss, 2000, LycombeEko in
McCauley 2003).
The direction taken by commercial radio stations are
to provide music-driven programs and local news,
partnering with the national broadcasts for news
content that they could not produce. Phone-in-
Programs have also seen some improvement of both
commercial and public radio station’s formats to bring
local people to participate in radio programs and FM
technology has made it easier to connect stations on
air to the local audiences (Middleton and Njogu,
2009).
Both State-owned and private FM stations are actively
involved in promoting the developmental needs and
aspirations of local communities. They serve as
“voices of the local people” broadcast on frequency
modulations (FM) and their programs are accessible
within the radius of 15-20 km. The technological
boom and the emergence of frequency modulations
(FM), including the restructuring of radio programs
heralded “radio boom” even in the digital era
(Schlosberg, 2011).
Frequency Modulation (FM) is broadcast on VHF
Bands which still provides an exceptionally high
quality audio. Since its inception, the use of FM has
grown enormously and wide-band FM still remains
the high quality transmission medium. Though,
several studies have been conducted on radio
listenership however, the prominences of listenership
preferences have not been touched. The present study
focused on critical appraisal of listenership preference
of FM radio stations, programs pattern and audience
habit of FM radio in the Tamale Metropolis.
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II. Theoretical and Conceptual Approach Rather than discounting possibility of media effects,
Yoder, Hornik and Chirwa (1997) opines that it is
This paper is based on the concept of entertainment- hard to reach out a comprehensive conclusions about
education to information dissemination. Bandura the effectiveness of entertainment education.
(1977) stated that entertainment-education is one of Freedman (1997) and Zimicki, et al (1994) have
the strategies used by FM radio to disseminate observed that, contrast to evaluation of state-owned
information to rural communities. This concept was radio suggests that listeners preferred privately owned
originally developed in Mexico in the mid-1970s and FM radio to the later and recommends a more
has been used extensively by private FM radio cautionary approach. They stated that entertainment-
stations in Third World countries. He also observed education projects were effective in stimulation of
that literacy and agricultural development has been communities predisposed to change behavior and to
central themes of entertainment and educational engage in a new behavior.
efforts. However, this approach was found not to be
theory but rather strategy to maximize the III. Methodology
effectiveness of health messages through the
combination of entertainment and education The paper adopted a cross-sectional survey design and
information disseminations. was conducted in the Tamale Metropolis of Northern
Ghana. The Metropolis is strategically located at the
According to Bandura (1994), Maibach and Murthy central part of Northern Ghana and shared boundaries
(1995), premises were derived from theories of with Sagnarigu District to the North-West, Mion to
communication to place entertainment-education in the East, East Gonjato the South and Central Gonja
the modernization /diffusion theory trunk. Singhal and District to the South West. The Metropolis is
Rogers (1999) posited that entertainment-education comprised of 116 Communities. Out of the total of
refer to “process of purposively designing and these, 41 Communities representing (35%) are urban,
implementing a media message to entertain and 15 communities (13%) being peri-urban and 60
educate, in order to increase audience knowledge Communities (52%) being rural in nature. The
about an issue, create favorable attitudes, and change Metropolis has a total population of 223,252 with
an overt behavior.” Like social marketing and health 111,109 (49.7%) male and 112,143 (50.2%) female.
promotion, they maintains that its concern was on The proportion of the population living in the rural
social change at individual and community levels. Its areas is 80.80 per cent as against 19.20 per cent living
focus is on how entertainment could induces in urban areas of the metropolis (PHCR, 2010).
audience’s preference to a media. Heavy consumption
of media messages suggest that the media is The study employed Proportional sampling
characterized by an unmatched capacity to tell people techniques to select the communities. Murthy (1967)
how to behave. pointed that probability proportional to size ('PPS') is
the selection of probability for each set of element
Singhal and Rogers (1999) further observed that proportional to its size measure, up to a maximum of
education does not necessarily need to be dull, but it one. For the purpose of this study, 35 Communities
can incorporate entertainment formats to generate pro- (31%) were selected, group into five main zones.
social attitudes and behavior. This can solve the These communities include Tamale Central, Jena,
problem where by audiences find social messages Yong, Dungu and Parishe. The communities received
uninteresting and boring and prefer to consume both state-owned and private FM radio
entertainment media. What characterizes the latter programs.Given that the populations size of 223, 252
was the intention of the messages and to capture
audience’s interest. These characteristics should not in the Metropolis, using the function = , where ‘n’
be dismissed as superficial it however, needs to be is the sample size, ‘C’ corresponds to population
closely examined and to unearth the potential of coefficient of variation and ‘e’ corresponds to the
entertainment and educating the public in an engaging relative standard error. When C=1 and e=0.05, thus,
manner. Moreover, because they are entertaining and the sample size is equal to 400. This means that the
widely popular, entertainment-education messages maximum permissible area was 5% at a confidence
can be profitable for networks and other commercial level of 95%. Out of 400 questionnaire, 392 were
ventures. retrieved and analysed.
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 International Journal of Trend in Scientific Research and Development, Volume 1(4), ISSN: 2456-6470
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The key informants includes managers of radio
stations, media professional, opinion leaders and
chiefs for the interview. Kumar (2011) stated that
interviews enable researcher to solicit high quality
data from respondents. He observed that the primary
consideration of using purposive sampling technique
is the researcher’s judgment as to who can provide the
best information to achieve the objectives of the
study. Wimmer and Domnick (2011) maintained that
purposive sampling is common in qualitative research
which allowed researchers to select predetermined
number of respondents who, in his judgment, are in
the best position to provide them with the needed
information for the study.
IV. Results and Discussion
The results and discussion are presented in line with
the thrust areas of the study. These include
listenership preference of the radio stations, programs
pattern and audience habits towards radio listening in
the metropolis.
Table 1.0 Radio Listenership
Audience Frequency Percentage
Habits
Table 1, shows listenership habits of FM radio in the
Metropolis. Out of 392 respondents, 349 respondents
representing 91.6%have the habit of listening to FM
radio regularly as against 33 respondents (8.4%) who
are not regular listeners to FM radio. Further, out of
forty respondents interviewed, about 75% listened to
private FM stations. The study also revealed that
state-owned-radio concentrates on the central
government policies and programs rather than
community interest. Singhal and Rogers (1999)
argued, to solve these problems audience find social
messages uninteresting and preferred listening to
entertainment media. Thus, majority of respondents
listened to privately owned FM radio stations. The
data further indicated that radio listening times were
between 7am-10am, and 8 pm-10 pm. Rogers et al.
(1999) have observed that listenership increases by
engaging an individual to change behavior and
support changes among peers which increases
listener’s sense of self-efficacy of ideas and
development. Thus, majority of the respondents
listened more to FM radio in the morning and night
in the Metropolis.

Yes 359 91.6

No 33 8.4

Total 392 100.0

Table 2.0: Listenership by Community

Community
Radio Preference Tamale Jena Yong Dungu Parishe Total
central
Yes N 187 49 11 39 43 359
(%) (52.1) (13.6) (11.4) (10.9) (12.0) (100.0)
No N 13 1 9 6 4 33
(%) (39.4) (3.0) (27.3) (18.2) (12.1) (100.0)
Total N 200 50 50 45 47 392
(%) (51.0) (12.8) (12.8) (11.5) (12.0) (100.0)

Table 2, showeda cross tabulation of radio
listenership in the Metropolis. It indicated that out of
392 respondents, 359 respondents were regular
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listeners of radio in the Metropolis. In all, 52.1%who
constitutes majority of listeners lived in Tamale
Central, followed by 13.6% in Jena, 11.4% in young
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while 12.0% in Dungu and 12.0% in parishe. The 9.9%preferred Filla FM,5.1%preferredDiamond
results further revealed that 13.4% of respondents FM,5.3%preferred Bishara FM, 6.1%preferredMight
who are not regular listeners of FM radio out of the FM, 10.9%preferred North Star FM, while oner
total of 392 respondents. That is, 13.4% lived in espondent representing(0.3%)preferred listening to
Tamale Central, 3.0% in Jena, 27.3% in Yong, while Peace FM and one respondent, which is (0.3%) also
18.2% in Dungu and 12.1% resided in parishe. listened to City FM via satellites respectively. Thus,
Valente et al (1994) observed that individual’s habits Zaa radio is the most preferred FM station amongst
of listening to radio have better knowledge, attitudes sampled radio stations of Tamale Metropolis.
and good practices. Thus, table 2showed that most of
(86.4%) of respondents listened to radio regularly The data also indicated that Justice FM Radio ranked
while 13.6% of respondents were non-regularly second with (20%) listenership followed by Might
listeners of FM radio by community. This means that FM(11%), Filla(10%) and Radio Savannah the state-
an overwhelming majority of respondents who listen owned, ranked as fifth. Beside these, the listenership
to both state and privately owned FM radio regularly preferences almost evenly distributes among the
lived in Tamale Central which is not surprising given remaining FM stations. Kesmi FM had the least of 14
that it has the highest population among the sampled respondents which is 3.5% of listeners among all FM
communities. stations. However, on the issue of radio stations in
and around study communities, respondents can also
Table 3.0: Preference of FM Radio Stations reach out to foreign stations which are not within the
Preference Frequency Percentage Metropolis. That is City FM and Peace FM through
satellites connection, have0.3% each which is very
Zaa Radio 125 31.8 least of listeners. Thus, given the most preferred
listening FM Radio Station in the Metropolis, Zaa
Radio Justice 78 19.8
Radio is ranked as most preferred with the higher
North Star Radio 43 10.9 percentage of 32.00 per cent. It is surprising that
Radio Savannah which is state-owned is ranked as
FiilaFM 39 9.9
fifth in terms of listenership preference among the
Savannah FM 25 6.3 (10) radio stations in the Tamale metropolis. Rogers
(State-owned) (1969) pointed out reasons for listening to particular
radio station. The greater similarity between a source
Might FM 24 6.1
and the receiver, the more communication is
Bishara FM 21 5.3 likelihood to have a good result. Majority of
respondents affirmed that tailoring programs to meet
Diamond FM 20 5.1 the rural needs are the main reasons which accounts
for Zaa radio popularity among the stations in the
Tawasu FM 15 3.8 Tamale metropolis of northern Ghana.

Kesmi FM 14 3.5 The results also shows a multiple responses of which

percentages are based on the number of respondents
City FM 1 0.3 and out the total of 444respondents, 130representing
48% constitute the majority of respondents who
Peace FM 1 0.3
listened to Zaa radio. That is57.7% of respondents
Total 392 100.0 lived in Tamale Central, the remaining respondents
were almost evenly distributed across Jena, Yong,
Dungu and Parishe. City and Peace FM had all their
Table 3 shows preference of FM radio stations in the listeners in Tamale Central. Bishara radio also has
Metropolis. The data shows a dichotomy at value one, evenly distributed respondents, 20.8% among
which revealed that out of 392 respondents, 31.8% communities except in Tamale central where majority
preferred Zaa radio. This followed by 19.8% preferred of respondents are 29.2% and in Parishe, the least
Justice FM, 6.3% preferred Savanah Radio,3.5% percentage of listeners are 8.3% as shown in
preferred Kesmi FM,3.8%preferredTawasu Radio, table 4.
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Table 4.0: Preference of FM Stations by Community

Community
Preferred Stations Total
T’le Central Jena Yong Dungu Parishe

Fiila FM N 25 8 9 4 2 48
(%) (52.1) (16.7) (18.8) (8.3) (4.2)
Kesmi FM N 5 1 4 3 2 15
(%) (33.3) (6.7) (26.7) (20.0) (13.3)
Bishara radio N 7 5 5 5 2 24
(%) (29.2) (20.8) (20.8) (20.8) (8.3)
Diamond FM N 8 8 3 5 4 28
(%) (28.6) (28.6) (10.7) (17.9) (14.3)
Might FM N 10 10 8 3 1 32
(%) (31.2) (31.2) (25.0) (9.4) (3.1)
North Star N 18 11 7 4 8 48
(%) (37.5) (22.9) (14.6) (8.3) (16.7)
Radio Justice N 47 19 15 9 17 107
(%) (43.9) (17.8) (14.0) (8.4) (15.9)
Tawasu_FM N 5 0 2 2 1 10
(%) (50.0) (0.0) (20.0) (20.0) (10.0)
Zaa Radio N 75 15 14 11 15 130
(%) (57.7) (11.5) (10.8) (8.5) (11.5)
City FM N 1 0 0 0 0 1
(%) (.3) (0.0) (0.0) (0.0) (0.0)
Peace FM N 1 0 0 0 0 1
(%) (.3) (0.0) (0.0) (0.0) (0.0)
Total N 200 50 50 45 47 444

From table 0.40, the data indicated that Justice Radio, Table 5.0: Preferred Program Pattern
Tawasu FM and Zaa Radio have extremes values
under Tamale Central (Over 43.9%) generally. In all Programme Frequency Percentage
other categories, variations in the distribution of Format
listeners among communities understudy is very Discussion 143 36.5
insignificant. As Roger’s (1969) indicated that
Phone-in-programs 108 27.6
popularity of media largely depends on need base
programs of the community. Thus, the study revealed, Entertainments 43 11.0
Zaa radio is ranked the most popular among the radio Radio Features 41 10.5
stations in the Metropolis. Radio Documentary 37 9.4
Expert programs 17 4.3
Drama programs 2 0.5
Jockey 1 0.3
Total 392 100.0

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 International Journal of Trend in Scientific Research and Development, Volume 1(4), ISSN: 2456-6470
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Table 5.0 showed most preferred programme format
by radio stations in the Tamale Metropolis. It revealed
that out of 392 respondents, 4.3%of respondents
preferred expert programs, discussion had highest of
36.5% preference. While 10.5% indicated radio
features as most preferred programme format and
27.6%of the respondents preferred Phone-in
programs. Also, 9.4%respondents preferred
documentary, 11% preferred entertainment, while
0.5% preferred drama programs and 0.3% indicated
jockey programs. Freire’s (1970)approaches as
“dialogical pedagogy” with the view there should be
equity in distribution and active grassroots
participation in principle. Thus, majority of
respondents preferred discussion programs (36.5%)
followed by phone-in programs which is (27.6%)
format for broadcast. This further re-emphased the
essence of involving the general public in the radio
programs production and other activities of FM
radios. Contrary to Chapman et al. (2003) and
Zakariah (2008) that phone-in and discussion are the
most preferred programme format for FM radio
broadcast.
Conclusion
In spite of the numerous role state-owned-radio plays,
the study concludes that an overwhelming majority of
respondents preferred private FM to state-owned
radio. Out of 91.6% who listened to radio regularly,
about 75% preferred listening to private FM as against
16.6%of respondents who listened to state-owned
radio. As Olarewaju (2017) posited, state-owned radio
is often used as government propaganda machinery
rather than designing suitable programs to meet the
need of communities. Thus, the preference for private
FM radio to state-owned radio stations is one of vital
findings of this study.
The results also indicated that Zaa radio is the most
popular and widely preferred FM station. An
overwhelming majority of respondents preferred
listening to Zaa radio. While 32% respondents
preferred Zaa radio and the remaining 68% are evenly
distributed amongst the rest of the FM stations in the
Metropolis.
The paper further concluded that, radio discussion is
most preferred programme format. Contrary to
Zakariah (2008), about 36.5% preferred discussion
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followed by phone-in-programme, 11% preferred
entertainment, while 10% preferred radio features and
9.4% preferred documentary. Drama and jockey
programs are the least preferred programme.
Recommendations
From the results of the study, it recommended that
state-owned-radio should be decentralized to enable it
design a more community based programs to cater to
the needs and aspiration of audiences. The study also
recommended that state-owned-radio should rather be
used as information disseminating to the benefit of the
communities instead of being a propaganda
machinery to sail through government policies and
programs. The paper further recommends that state-
owned radio should rather act as a link between
government functionaries and the communities. In
view of this, the communities would develop
confidence thus, preference for state-owned radio to
private FM.
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